MARK Mascarenhas was just another NRI till the TV rights for the 1996 WillsWorld Cup were sold to WorldTel, the Connecticut-based company he heads. His Rs 36-crorebid created a big flutter— the 1987 Reliance World Cup rights had been sold for Rs 72lakh.
World Tel will shortly establish offices in Bangalore. The parent company, MediaPartners, Milan, represented AC Milan, the top Italian football club and a number ofleading Italian footballers. Media Partners also controls the Alpine World Cup skicircuit and handles footballers, boxers and now, a cricketer. The Indian CricketBoard’s tie-up with another American sports network, ESPN, has queered the pitchsomewhat for Mascarenhas who had no previous experience in cricket broadcasting. But thereis no denying that he holds the whip hand over the game’s quadrennial showpiece.
What does the deal with Sachin mean?
It means we will represent him in all things outside the cricket ground. We’lldevelop a corporation of him. We’ll find him opportunities that will make him asuperstar. All he needs to do is play the game. We’ll take care of the rest. Peoplehave very high expectations of him. Fortunately, he has astounding concentration for a manof his age.
Is the deal really worth $7.5 million (Rs 27 crore) as is being rumoured?
I can’t reveal that. All I will say is that I made him an offer pretty much likethe offer I made for the World Cup.
Do you think he’s worth so much?
Sometimes it helps not being involved in what you’re about to do. I’m bettingon the power of Sachin and the power of the Indian econom y. TV spending is growing at therate of 50 per cent per annum. Even if you account for 15 per cent inflation, that’sa high figure .
What kind of products will Sachin endorse?
We still have to sort out the areas. The advantage is that he relates to a man who isplanning to buy an Atlas bicycle as well as to a man who is planning to buy a Mercedes.That’s an unbelievable draw. Only two stars in India have that kind of power—Amitabh Bachchan who has faded away, and Sachin who has just risen.
Will he endorse anything which fetches him millions?
No. Just because a client offers large sums of money doesn’t mean he’s goingto endorse his products. We’ll draw up a broad list of products he could lend hisname to— two-wheelers, automobiles, soft drinks, sportswear, electronics, shoes,clothing, info-systems. He’ll make the final decision.
Will he endorse tobacco and alcoholic drinks?
I can tell you that my client is not disposed towards cigarettes.
Isn’t that bad news for Wills?
The World Cup is not about Sachin Tendulkar. He’s just a player in it. Wills is myclient just like Sachin is.
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